Winning Market Leadership : Strategic Market Planning for Technology-Driven Businesses

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9780471644309: Winning Market Leadership : Strategic Market Planning for Technology-Driven Businesses
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Strategic market planning in technology-intensive businesses ismore complex and is less manageable than in most otherorganizations. The technology-driven business environment isintensely competitive, complex, and dynamic, and planning needs tobe done quickly and often.

Winning Market Leadership offers a refreshing newapproach to strategic market planning in these very demandingtechnology-intensive markets. It provides a systematic and highlyintegrated process for evaluating market opportunities and fordeveloping strategies to lead in chosen markets. Its proven, highlypractical approach to strategic market planning has allowed leadingcompanies worldwide to: plan faster, focus on cash-flow andprofitability, create "living plans" that reflect changing marketconditions and competitive dynamics, involve cross-functional teamseffectively, and drive to "yes/no" decisions. The book resultedfrom project-based executive programs developed by the authors forcorporate clients such as IBM, Nortel Networks, NationalSemiconductor, and General Electric. This strategic market planningprocess has been refined and tested with over a thousand managersand executives in North America, Europe, and Asia. Winning MarketLeadership:

  • Is targeted at managers in technology-intensive businesses suchas computers, telecommunications, software, biotechnology,semiconductors, instruments, pharmaceuticals, and advancedmaterials.
  • Focuses on the key issues and tough choices faced by executivesin very demanding technology-intensive markets.
  • Outlines a clear 10-step process for building winning marketplans, including: identifying opportunities, understanding thecompetition, managing critical relationships, understanding theprofit dynamic, and more.
  • Features examples from high-tech companies such as Intel,Compaq, Hewlett-Packard, Glaxo Wellcome, and General Electric.
  • Includes "Key Questions for Executives and Managers" at the endof each chapter that help eliminate "blind spots" in the planningprocess.

Winning Market Leadership is relevant to all executivesand managers who play a significant role in developingcross-functional strategic market plans for their business: generalmanagers; marketing managers; strategic planners; managers inbusiness development, engineering, and R&D; and project teamleaders.

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About the Author:

The authors are on the faculty of the Richard Ivey School ofBusiness at The University of Western Ontario, Canada’sleading business school. They have worked as a team on school andprivate consulting initiatives for over a decade.

Adrian B. Ryans is Professor of Business Administration.He has served as Dean and Director of Executive Education, and hasalso taught at Stanford, INSEAD, and IMD. He has served as amarketing strategy and management development consultant to anumber of leading companies around the world, including GeneralElectric, Hewlett-Packard, Nortel Networks, IBM, Varian, Fluke, andNational Semiconductor. He currently directs the AmericanElectronics Association/Ivey Executive Marketing Program forexecutives in high-technology companies.

Roger A. More is Associate Professor of BusinessAdministration and former Hewlett-Packard Professor of Marketingand New Technology. He has been a professor at the Harvard BusinessSchool, and taught at INSEAD and Penn State. A professionalengineer and marketing planning and strategy consultant, hisclients include General Electric, Nortel Networks, DuPont,Hewlett-Packard, Uddeholm Steel, and ICI.

Donald W. Barclay is George and Mary Turnbull Professor.He teaches Marketing Management and Sales Management and isDirector, Marketing Management Program at Ivey. He has also taughtat Thunderbird and at Memorial University, Newfoundland. Formerlywith IBM in sales and national account positions, he now consultsto clients such as 3M, Novartis, and the Royal Bank of Canada.

Terry H. Deutscher is Professor of BusinessAdministration. During his time at the School, he has served asAssociate Dean, Director of Research, and founding director ofIvey’s Executive MBA Program via video-conferencing. He hasalso held appointments at Cornell University, Ohio StateUniversity, the University of British Columbia, and IMD. Hisconsulting clients include IBM, General Electric, Nortel Networks,Philips, and ICI.

Review:

"There are many killer technologies that never translate intomarket success. This book maps out an integrated strategicmarketing process that technology-intensive businesses can use toachieve clear market leadership." (Stephen Nicolle, Vice President,Nortel Networks)

"Achieving market leadership is what most companies strive for,but few achieve, especially on a sustainable basis. And for thosein technology-driven businesses, the challenge is all the moreformidable because of the continuous and rapid change in technologyas well as the marketplace. The authors are right on target intheir emphasis on the need for strategic market planning in thiskind of environment--and give a multitude of examples to provetheir points." (John M. Thompson, Senior Vice President GroupExecutive, IBM Corporation)

"Winning Market Leadership presents marketing concepts thatwork. As you read this book, you will feel that you have the masterteacher at your side giving you confidence to tackle any marketingobstacle. I think that this book will be one that every businessleader is going to want on his or her shelf." (Fred Hume, Presidentand CEO, Data I/O Corporation)

"The Winning Market Leadership process has become part ofNational's mindset. It has helped the Analog Group to identifyattractive market opportunities and leverage scarce resources toachieve some big wins in the market." (Patrick J. Brockett,Executive Vice President of the Analog Products Group, NationalSemiconductor Corporation)

"In Winning Market Leadership, the concepts of 'market chains'and 'market webs' are ones that all high-technology executives willwant to understand. They are the backbone of a planning processthat will allow strategic thinking to replace strategic plans."(David Churchill, Vice President and General Manager, OscilloscopeDivision, Tektronix Inc.)

"Winning Market Leadership provides an excellent, disciplinedmethodology for analyzing business opportunities. Across-functional common denominator embraceable by all functionalgroups." (Joe Greulich, President, Solvay Engineered Polymers)

"Winning Market Leadership emphasizes what every marketing orgeneral management executive must learn--the only proven businesssuccess model comes from 'outside-in' thinking. An understanding ofmarket segments, competition, dynamics of product acceptance, andthe problems the customer needs to solve--the outside world--aremore important than technological elegance for its own sake."(Richard Levy, President and CEO, Varian Medical Systems)

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Book Description John Wiley & Sons Inc, United States, 2000. Hardback. Condition: New. New. Language: English. Brand new Book. Strategic market planning in technology-intensive businesses is more complex and is less manageable than in most other organizations. The technology-driven business environment is intensely competitive, complex, and dynamic, and planning needs to be done quickly and often. Winning Market Leadership offers a refreshing new approach to strategic market planning in these very demanding technology-intensive markets. It provides a systematic and highly integrated process for evaluating market opportunities and for developing strategies to lead in chosen markets. Its proven, highly practical approach to strategic market planning has allowed leading companies worldwide to: plan faster, focus on cash-flow and profitability, create "living plans" that reflect changing market conditions and competitive dynamics, involve cross-functional teams effectively, and drive to "yes/no" decisions. The book resulted from project-based executive programs developed by the authors for corporate clients such as IBM, Nortel Networks, National Semiconductor, and General Electric. This strategic market planning process has been refined and tested with over a thousand managers and executives in North America, Europe, and Asia. Winning Market Leadership: Is targeted at managers in technology-intensive businesses such as computers, telecommunications, software, biotechnology, semiconductors, instruments, pharmaceuticals, and advanced materials.Focuses on the key issues and tough choices faced by executives in very demanding technology-intensive markets.Outlines a clear 10-step process for building winning market plans, including: identifying opportunities, understanding the competition, managing critical relationships, understanding the profit dynamic, and more.Features examples from high-tech companies such as Intel, Compaq, Hewlett-Packard, Glaxo Wellcome, and General Electric.Includes "Key Questions for Executives and Managers" at the end of each chapter that help eliminate "blind spots" in the planning process. Winning Market Leadership is relevant to all executives and managers who play a significant role in developing cross-functional strategic market plans for their business: general managers; marketing managers; strategic planners; managers in business development, engineering, and R and project team leaders. Seller Inventory # AAH9780471644309

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Book Description John Wiley & Sons Inc, United States, 2000. Hardback. Condition: New. New. Language: English. Brand new Book. Strategic market planning in technology-intensive businesses is more complex and is less manageable than in most other organizations. The technology-driven business environment is intensely competitive, complex, and dynamic, and planning needs to be done quickly and often. Winning Market Leadership offers a refreshing new approach to strategic market planning in these very demanding technology-intensive markets. It provides a systematic and highly integrated process for evaluating market opportunities and for developing strategies to lead in chosen markets. Its proven, highly practical approach to strategic market planning has allowed leading companies worldwide to: plan faster, focus on cash-flow and profitability, create "living plans" that reflect changing market conditions and competitive dynamics, involve cross-functional teams effectively, and drive to "yes/no" decisions. The book resulted from project-based executive programs developed by the authors for corporate clients such as IBM, Nortel Networks, National Semiconductor, and General Electric.This strategic market planning process has been refined and tested with over a thousand managers and executives in North America, Europe, and Asia. Winning Market Leadership:* Is targeted at managers in technology-intensive businesses such as computers, telecommunications, software, biotechnology, semiconductors, instruments, pharmaceuticals, and advanced materials.* Focuses on the key issues and tough choices faced by executives in very demanding technology-intensive markets.* Outlines a clear 10-step process for building winning market plans, including: identifying opportunities, understanding the competition, managing critical relationships, understanding the profit dynamic, and more.* Features examples from high-tech companies such as Intel, Compaq, Hewlett-Packard, Glaxo Wellcome, and General Electric.* Includes "Key Questions for Executives and Managers" at the end of each chapter that help eliminate "blind spots" in the planning process.Winning Market Leadership is relevant to all executives and managers who play a significant role in developing cross-functional strategic market plans for their business: general managers; marketing managers; strategic planners; managers in business development, engineering, and R and project team leaders. Seller Inventory # AAH9780471644309

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